The Brief

Heres the brief from YCN


Background
Ministry of Sound is an iconic, world-renowned brand, synonymous with dance music.

The club opened in London in September 1991 as a pioneering and unique venue at the forefront of a youth culture revolution, and over the past 17 years has played host to the biggest artists and DJs in the world. The record company which followed is now the biggest independent label in the world with countless No.1 albums and singles, and award-winning videos.

Today you can access Ministry of Sound through a range of products and media. It has international venues, national and international tours, releases over 170 compilations and chart topping singles annually, a radio station, collaborations with mobile networks, a music download site, electronics/audio ranges, clothing, vodka, fragrance ranges and ministryofsound.com.

The brand was established with a vision to do things better than, and different from, everyone else, and this belief is carried through everything we do. We are not afraid to break new ground, be provocative and challenge convention.

The Challenge
We have a history of unusual and creative brand awareness campaigns, from guerilla advertising to virals, all based around the distinctive logo. With so many new and varied products coming out, we feel it's time to do this again, reminding people what the brand is all about and what it stands for.

We want to see exciting and innovative uses of the logo, that will gain the maximum amount of attention and get across to people what a unique and creative brand this is. We are open to all solutions and will pick and action the best idea for summer 2009.

The challenge is to demonstrate how the existing logo can be applied to different environments and media spaces. The brief is not to redesign the logo itself.

You can find the logo in the project pack at ycnonline.com

Brand Attributes
Authentic.
Coming from an original vision, remaining always relevant and giving you something to believe in that ultimately makes you feel good.

Iconic.
The desire for people to love us and hate us while competing with others to be the best.

Hedonistic.
Fearlessly seeking pleasure through intensifying the here and now.

Confident.
The belief in our knowledge and expertise and the conviction to pursue an ideal.

Maverick.
Behaving deliberately non-conformist because it 'feels right' to nurture an entrepreneurial spirit.